Jayne Pierson Captivates LFW With SS25 Magic
Myth, sustainability, and style.
Jayne Pierson’s Spring/Summer 2025 collection, Annwn, made an unforgettable impact at London Fashion Week, seamlessly blending mythology, sustainability, and cutting-edge design. Inspired by the mystical landscapes of Wales and its rich history of folklore, Pierson transported the audience into the otherworldly realm of Annwn, a place steeped in ancient magic, beauty, and danger.
The runway show, held at the luxurious Andaz London Liverpool Street hotel, captivated attendees with Pierson’s bold vision. Models walked through an ethereal, dreamlike atmosphere, wearing pieces that embodied the essence of Welsh mythology. Flowing gold chiffons, sleek black taffetas, and sensuous Nappa leather were juxtaposed with the raw softness of shearling, creating a collection that felt both powerful and delicate. Each garment was hand-crafted in Pierson’s West Wales studio, emphasizing her commitment to sustainability by using end-of-roll fabrics from Beglarian Fabrics, France, that would otherwise have been discarded.
A major highlight of the show was the appearance of Slowdive’s Rachel Goswell, who graced the runway in a stunning cape made from ocean plastic waste. Goswell, a long-time collaborator, and friend of Pierson embodied the empowered, modern woman that Annwn seeks to celebrate, while her sustainable garment echoed the collection’s deep respect for nature and the environment.
Pierson’s innovation extended beyond fabric choices. In a groundbreaking collaboration with Arius Technology, she incorporated high-resolution scans of Wassily Kandinsky’s iconic painting Swinging onto leather pieces using advanced ‘elegraph’ print technology. The result was true “wearable art”—a fusion of fashion and fine art that dazzled the audience. This marked the first time Kandinsky’s work had been transformed into fashion, making Pierson’s collection not just a visual feast, but a technological milestone.
Jayne Pierson’s Annwn was an immersive experience that showcased her commitment to sustainability, innovation, and storytelling. With this collection, she redefined the boundaries of fashion, taking her audience on a journey through history, mythology, and the cutting edge of design.
Connect with Facebook